The nature of online marketing is in a state of perpetual evolution. From the early days of the worldwide web, when sites overflowed with keywords designed to gain SEO traction, through the many refinements and modifications made since then by search engines such as Google, Bing and Yahoo, we have reached a point at which promoting your business online now involves leveraging multiple platforms in increasingly sophisticated ways.
Internet marketing gurus and ecommerce experts revise their advice regularly. Once backlinks were the holy grail, but they soon had to share this status with customer reviews, social media posts, Google My Business and an insistence on putting all your vital information ‘above the fold’. These all remain essential tools and tactics, but if you’re not using video content in your social media campaigns, you are missing a golden opportunity. According to some studies, posts which contain images are 40 times more likely to be shared than those which consist only of text, and 65% of SMEs consider video content to be the most effective means of audience engagement. And here’s one more statistic to think about: online video is predicted to account for 82% of consumer traffic on the internet by the end of 2022. Let’s look at some of the reasons why it is such a powerful tool.
Have you ever tried to ignore a video that pops up on your social media feed or Facebook timeline? You might skip it or navigate away, but for a moment it consumes all your attention. If the right kind of content is placed at the very start, the likelihood is that you’ll keep watching. That makes it the ideal medium for grabbing your attention and feeding you information, quickly, dynamically and memorably.
Even the best marketing copy relies on your audience to engage with what many see as an antiquated medium: the written word. Streaming services like Netflix understand that a 2-minute trailer is more persuasive than a considered review. And creating your own video content means that whatever your story, you can tell it in exactly the way you choose, through a medium of universal engagement.
The line between conventional search engines and social media is blurring more every day. Since 2017 YouTube has been recognised as one of the world’s leading search engines, third only to Google and Google Images. Platforms like Instagram, Pinterest and Twitter are experiencing a similar transformation, no longer simply places where you go to look at stuff but first-choice sources of information, knowledge and advice. Optimising your video with meta tags, headlines and hashtags will draw potential customers into the magic marketing circle of your website and social media.
Video is attractive and persuasive. If users are happy to watch your content, the chances are they will be just as happy to follow invitations to discover more about your products and services. Converting that interest into sales becomes markedly easier.
Your brand values may be intangible qualities but the concept of a visual representation is as old as commerce. Logos, icons and brand livery remain immensely powerful, but why not add the dimension of the moving image to complete the picture?
Ever since the concept of 24 hour rolling news was devised, consumers have become accustomed to receiving up-to-the-minute information this way. According to Hootsuite, 50% of adults in the US interact with companies via social media: video is clearly one of the most important ways of communicating news of new products and services.
It is no longer the case that good quality video content is expensive to produce. The technology is easily available to all – it’s what you do with it that counts. Well produced video content enjoys an extremely positive return on investment, so there is really no sound financial reason not to embrace video.